Beyond the Billboard: The Evolution of Outdoor Advertising

What looks like a giant postcard and reaches audiences in the thousands—even millions, depending on its geographic location? The traditional roadside billboard, of course. And while it can be difficult to measure exactly how many people actually see a billboard ad, digital technologies are making it easier for interested viewers to take action on an advertised offer—and that’s music to the direct response marketer’s ears.

From Outdoor to OOH
Take note: what we used to refer to as simply “outdoor” advertising is now called out of home (OOH) advertising, and encompass far more than the outdoor billboards lining the sides of buildings and expressways. While billboards may be the most noticed ads—and they’re most certainly located outside—consumers also seeRead more